Have you ever considered what it means to earn something?
Most people associate earning with money: I exchange my time and my effort for your money (or vice versa). The rewards are tangible.
However, many of us probably don’t associate earning with other things in our lives; such as reputation. Many people believe that just because they are a good person, that they deserve respect from others.
Yet the respect of others is also something that is earned. Just like with money, you are asking them to give you something, except that this time the thing you are asking for is not tangible: you cannot hold it in your hands.
Similar to how you earned the trust and good opinion of your friends, so do you have to earn it from your customers.
You do not deserve it simply because you have been in business for X number of years, or have invented the leading product in your field. Each new customer that comes on board, starts again the whole process of earning their business. Assuming that you are owed it, before you have earned it, is a dangerous game.
Keep your promises and deliver on time.
But most importantly recognise that every time people spend money, they feel vulnerable. They are placing their trust in you that you will do what you say.
Trust is difficult to earn and easy to lose, so be mindful in your transactions.